CIPR Specialist Diploma – Sustainability Communications

Aims of the module

Topics you will cover:

• Exploring the role of organisations in society and how public relations practitioners can help shape communications strategy on the Environment, Social and Corporate Governance, including Diversity.
• Understanding the concepts and tools employed in researching, interpreting, and analysing sustainability data to support organisations in meeting the United Nations 17 Sustainable Development Goals.
• Managing sustainability communications activities and ethical stakeholder engagement to effectively identify and respond to disinformation and misinformation about sustainability.

Module structure

Successful candidates will be able to:

1. Apply relevant macro, meso and micro contexts of strategic communications leadership including:

• The role of PR in advocating the relationship between organisations and sustainability.
• The United Nations 17 Sustainable Development Goals.
• UN Principles for Responsible Management Education.
• Sustainability and Corporate Social Responsibility.
• Environmental, Social and Corporate Governance (ESG).
• How best practice in diversity supports sustainability goals.
• How the context (global, international, national and/or local) impacts attitudes to sustainability.
• The impact of the organisation’s context and culture on its sustainability agenda.
• Researching, interpreting and analysing sustainability data (including relevant case studies).
• Identifying and responding to objections to sustainability.
• Recognising and responding to disinformation and misinformation about sustainability.
• Referencing the growing practice of brand/CEO/corporate activism.

2. Define sustainability engagement to internal and external audiences by:

• Exploring the link between sustainability and reputation, issues and crisis management.
• Analysing and evaluating stakeholders’ importance to sustainability.
• Establishing a sustainability agenda including setting organisational sustainability goals.
• Engaging practically with comprehensive stakeholder analysis, resource-based review and
  resulting recommendations.
• Identifying and addressing ethical, legal and other impacts on stakeholder groups within
  the context of sustainability.

3. Critically evaluate the role of PR in advancing a corporate sustainability strategy by:

• Applying sustainability tools, concepts and ethical principles to the organisational context.
• Evaluating the success of sustainability PR strategies and tactics.
• Evaluating the impact of the organisation’s sustainability goals.
• Critically analysing potential areas of conflict.

For example:

1. The potential disproportionate impact on disadvantaged and vulnerable groups
2. How structural inequalities might be exacerbated
3. Transparency
4. “Green-washing”
5. Passionate advocacy vs private adherence (“secretly sustainable”)
6. “Climate anxiety”
7. Adverse mental health impacts

• Applying relevant models of reflection.